Companies That Care: Brands That Give Back

By Richard Eisenberg

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Lee National Denim Day

Going Casual for a Cause

The color pink symbolizes the fight against breast cancer but at Lee Jeans, so does blue. Back in 1996, when few businesses allowed employees to wear jeans on the job, Lee staffers came up with an innovative idea: the company would encourage people to wear denim to the office for a day in exchange for a $5 donation to fund breast cancer research. More than 3,000 businesses agreed to participate in what became known as Lee National Denim Day, raising $1.4 million for the Susan G. Komen Breast Cancer Foundation (today, they're partnered with the Women's Cancer Programs of the Entertainment Industry Foundation). Thirteen years and $80 million dollars later, Denim Day has become one of the largest single-day fundraisers for breast cancer nationwide. "We couldn't be more proud of what we've been able to achieve with this campaign," says company president Joe Dzialo.

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